Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION
Informatol. 48, 2015., 1-2, 12-20
INFO-2128
Primljeno / Received: 2014-04-14
INFOKRATIYA AND POLITICAL COMMUNICATION
INFOKRACIJA I POLITIČKA KOMUNIKACIJA
Zoran Jevtović, Zoran Aracki
Faculty of Philosophy, University of Nis, Serbia
Filozofski fakultet, Sveučilište u Nišu, Srbija
Abstract
Internet, social networks and global media signi-
ficantly change the socio- psychological model of
democratic decision- making, since citizens more
and more their own attitudes, believes and beha-
vior patterns replace by media pictures. Willing-
ness of individuals is breaking and reshaping,
becoming the part of political reorganization,
whereas the state with the invisible lash force
them to be truly their own as they are unable to
do that themselves. The power of thematization
pushes into focus the interests, pro –active com-
munication strategies direct public dialogue, and
personalization blurs ideological interests. Ins-
tead of critical communication, masses are offered
promising packages of filtered information, the
attention is focused to goals of the rich and go-
verning while political communication is hiding
more than discovering. Analyzing increasingly
noticeable role of media management, PRs and
advertizing in the public sphere, the authors as-
certain that digitalization increases separation
between those who manage and those who are
managed, and also political democracy gradually
transforms into infokratiya which delegates sove-
reignty to citizens on communication centers.
Introduction/1/
Modern society is in crisis: theory structures
and experience facts are more often in di-
sagreement, values and patterns loose recogni-
zable forms, the objective reality is trans-
formed by technological tools in symbolic per-
formances, while logic methods and opinion
forms gradually give way to propaganda skills
formed upon creations of PR weaving masters.
Hence, political communication is gaining in
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UDK: 316.75:659.3:327.8:007
Izvorni znanstveni rad / Original Scientific Paper
Sažetak
Internet, društvene mreže i globalni mediji bitno
mijenjaju socijalno-psihološki model demokrats-
kog odlučivanja, jer građani sve češće vlastite sta-
vove, uvjerenja i obrasce ponašanja zamjenjuju
medijskim slikama. Volja pojedinaca se lomi i
preoblikuje, postajući dio političkog preuređenja,
pri čemu ih država nevidljivim bičem prisiljava
da budu istinski svoji kada to ne mogu sami. Moć
tematiziranja izbija u fokus interesa, proaktivne
komunikacijske strategije usmjeravaju javni di-
jalog, a personalizacija zamagljuje ideološke inte-
rese. Umjesto kritičkog komuniciranja masama se
nude obećavajući paketi filtriranih informacija,
pažnja se usmjerava ka ciljevima bogatih i vla-
dajućih, dok politička komunikacija više skriva
nego što otkriva. Analizirajući sve uočljiviju ulo-
gu medijskog menadžmenta, PR-a i oglašavanja u
javnoj sferi, autori zaključuju kako se sa digitali-
zacijom povećava podvojenost između onih koji
upravljaju i onih kojima se upravlja, ali i da se po-
litička demokracija postepeno transformira u in-
fokratiju koja suverenitet građanina delegira na
komunikacijske centre.
importance since the planning, conducting and
controlling of media contents, in practice
means social processes managing and in-
fluence on decision making. While at the same
time, politics of representation (visibility in the
public space) is in direct dependence on media
support which intensifies, weakens or filters
the citizen’s expectations. Traditional state
(parliament, government) and many other
agencies (churches, syndicates, citizen initia-
tives, NGO-s, universities and so on) due to in-
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13 Informatol. 48, 2015., 1-2, 12-20
creasing social differentiations, pluralisations
and globalizations try to preserve former in-
fluence, but they are more difficult to manage
because social- structure dilution, the indivi-
dualization processes and secularization, toge-
ther with increasing political indifference
change democratic platform. In the era of the
new media “Great Stories”, as they were na-
med by French philosopher Jean-François Lyo-
tard, having in mind the comprehensive cons-
tructions such as Christianity and Marxism ‘
have lost the credibility”, and the new narra-
tive, which would take their place on the pla-
netary stage has not been created yet. In in-
fokratiya - as we define the last decade of 20th
and the beginning of 21st century - the context
of possible intervening in reality has been es-
sentially changed, because the state sovereign-
ty has been significantly reduced./2/ The
thunderous demolition of the Berlin Wall mo-
ved the first bricks in the global construction,
designing new geopolitical relations, and the
value patterns as well. The changes have
become visible in all the spheres: from safety,
law, religion and ecology via economy, socio
demography and psychology to informatics,
philosophy, media and communicology. The
world of media intermediation, networking,
virtual reality has appeared…… An ordinary
citizen, with the computer and modem, has
more information than both powers in the Se-
cond World War,/3/ while home appliances
that serve him replace more than hundred
slaves owned by Roman emperors. Wealth of
information and hyperlinks change the culture
of their lives, but this is lingeringly noticed wi-
thin the system. Modern man watches more
than understands, depth replaces by surface,
while analysis and synthesis are withdrawing
before diagonal reading and skimming over
headlines and key words. The communication
paradox has been born: the society has never
been richer with numerous signs and mea-
nings, but at the same time never before has
been hungrier of their authenticity and criti-
cism. From the creator of own knowledge, we
evolve in to the hunters of data into the digital
forest that we are surrounded with.
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Democracy in the new media network
The capability of the society to plan, manufac-
ture, process, control, store or distribute the
public information to others reveals its politi-
cal and security power. The model of Delibe-
rative Democracy /4/ founded on permeability
of the public sphere channels is in direct de-
pendence on choice, information type and
format, discourse and data selection, which
gives to communication space and time its
contextual frame. By abolishing of geographi-
cal distance (it all happens in front of our eyes)
and psychological isolation (maybe we are the
next), enforced by technological dispersion,
media gradually adopt our freedom and also
our opinion, attitudes, habits, behavior pat-
terns. “The truth order reclines on imposing of
symbolic presentations, new type of the spiritual
violence as social challenge, whereas magnetic field
of events in the public space is made of public in-
formation, ways of the presentation and manipula-
tion”./5/ The webbing is simultaneously woven
on the braider of both classical and digital me-
dia, which in real life announces severe battle
for the attention of the public and also for
spreading of consociational democracy./6/ The
communication processes with the appearance
of internet and social networks are close to
what Karl Raimund Popper calls the third
world./7/ This author explained the transforma-
tion through the world of object, things-
somewhere-out; which is somehow confronted
to subject. The second world is the idea in the
awareness, the world of subject, while the third
world is made of physical representations of
ideas, statements, texts, pictures that originate
from the second world and exist at the same
level as the first one. Hence the space of social
networks is not geometrical, but logical be-
cause the connections are established on the
basis of subject category (such as on Yahoo,
Lycos or other searchers) or metaphoric con-
nections ( words have implication within text
frames, supporting connection with similar
words or phrases). In his time, Aristotle the
power of demoia (people) perceived in the
mass: oligarchs have wealth, aristocracy heri-
tage while population reclines on the num-
ber./8/ Philosophers suggested numerous
types of cognition efficiency justification:”
knowledge that may be deduced from some privile-
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Informatol. 48, 2015., 1-2, 12-20
ged, deeply based knowledge from which, after all,
all knowledge arises; knowledge acquired by reliable
techniques; knowledge as a part of one coherent
world picture”./9/ In analogy, Internet and so-
cial networks would be the most numerous
and most powerful agora today, because they
offer information everywhere, to everyone
(whoever possesses a modem) and at any mo-
ment. However, instead of supplementing
immediate interaction in practice, they are
simplifying it, bringing citizens down to the
automated entities status that efficiency of ob-
tained data measure by the usefulness degree.
Knowledge mediated by new media leads to
infection of heuristic opinions, fast search for
answers with less investment./10/
The classical parliamentarism that domi-
nated in 19th century and partisan partocracies
glorified in transition communities during the
last decades of 20th century, allowed the ap-
pearance of public democracy,/11/ which is in di-
rect dependence on the management of com-
munication flows and contents. Without media
there is neither continuous and stable commu-
nication between political actors, nor the in-
fluence on constructing of pictures about reali-
ty. The sphere of political action has gradually
transformed: mass, social structure and ideo-
logical loyalty in political parties are separa-
ting, while citizens are choosing according to
interests which seem to be the most suitable to
them./12/ In practice people, facts, values and
events are still integral parts of every envi-
ronment and they get political visibility and
social influence only when media meanings,
constructions, opinions and interpretations are
created. The problem is not relevant by itself
but it becomes such only when the debate is
opened in the public space, and the fight for its
monitoring means also invisible fight for socie-
ty management! The power is formed in com-
munication activity, and only when there is
media feedback it becomes recognizable! Me-
dia produce social consensus, by which politi-
cal communication and symbolic mobilization
become the activators of public opinion. The
awareness of individual is forming, modeling
and adjusting to establishment interests, but
the whole of the process is invisible to an ordi-
nary and uneducated observer who, as an ob-
ject of political process hardly perceives the in-
teraction of politics, safety, management and
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media. The pictures created by journalists, PR
services, agencies for marketing or informing,
spin masters, lobbyist, professional communi-
cators and other tailors of propaganda web-
bing determine the strategy of political com-
munication, with the aim to adjust reality to in-
terests of the ruling powers.
Media in the service of power elite
The dream about free and independent media
was the myth in the past. To rule the society
means to master communication flows, conflict
situations and crisis; in a word to decide on
ways of media presentation. In this way we come
to the new paradox: mass media industry in-
forms, announces, entertains but also creates
the sophisticated type of ideological control.
The process of making decision is impossible
without cooperation with media that become
“operational modus’ of contemporary com-
munity./13/ The journalism character has also
changed, but few people even mention it: the
middle classes that created institutions of in-
dependent press have disappeared, thus the
new order transfers information into market
services which values increases with deficien-
cy! Consequently, instead of working for citi-
zens, media is working for elite, advertisers,
political leaders, parties or media owners, thus
becoming the part of the establishment and ac-
cepting the adequate rewards of corporate
money or the closeness to the holders of the
power./14/ New media change the Planet, and
us as well! The overproduction of information
in the digital form converts the human mind,
personal relations and cultural activities, whe-
reat cognitive level weakens. Nicholas Carr
notes that modern readers (viewers and lis-
teners) lose the ability for deeper analysis of
media contents, and also less remember be-
cause they are lulled that they can always and
everything find on the Network./15/ The prac-
tice of deep reading that was popular at the
time of Gutenberg’s invention, in which “the
silence was the part of the meaning, peace of
mind”, is becoming pale, presumably it will re-
tain among rare and decreasing intellectual
elite./16/ Also, the focus of content has been
changed: instead of the story about general
good (public issues) there has been instrumen-
talization of the contents that provoke and
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15 Informatol. 48, 2015., 1-2, 12-20
smear political opponents, incitement or pack-
ing of the affairs for the purpose of their credi-
bility destruction. Sensations and spectacles
seduce the critical mind, so the attention is di-
rected to fun and tabloidism, while political ac-
tors silently realize the true goals. The com-
municative reference framework is constructed
behind the screens, attitudes and behavior of
citizens are in the spotlight, whereas euphoric
transparency hides the discretion of elite itself
deciding on important issues. In difference
from the past when the party made the new
class, today a class (specially the middle one)
disappears while a party becomes stronger!
Leaders and masses become more distant than
ever, so media by flowing of statements, sur-
veys, announcements and similar forms distri-
bute the impressions important for further ac-
tions. Social networks create illusion on inte-
ractivity of leaders and electorate, creating of
political communication control models from
which disappear like noise confronted atti-
tudes, ideas and opinions. Elite as groups of
people who directly execute authority or are in
position to strongly influence it are changing in
the transformed community. If they at the be-
ginning made “ the upper layer of society, no-
minally determined groups of people…..called
aristocracy,”/17/ with Marx’s theory of social
classes and conflicts developed the apprehen-
sion that they base their power on instruments
of economic production and in thus acquired
privileges. The compensation of elite itself, es-
pecially in modern democratic societies has
been changing, because with the transformation
of social structure the strategic power of infor-
mation is increasing. Media, actually become
“the means that provide social legitimacy to
newly emerging elites”./18/ They, then use the
pages of press and TV and radio program mi-
nutes as a platform for idea presentation and
programs and by mediating between social base
and political leadership become the mirrors of
public opinion. The orientation towards the pu-
blic, demands and market changes the media ef-
fect logic. Big business (corporations), army and
police ( force), and political clique make the po-
litical triumvirate of power, whereby the control
of economic and information flows is impor-
tant. The approach to media is selective, voters
may decide which elite is to be in authority, but
can never change the fact that the authority will
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be in the hands of some elite! Immense number
of media platforms makes the battle for support
harder, because the ability of imposing issues in
the agenda of public debate is in possession of
mainstream media only. Hence, the subordi-
nated class is becoming poorer and more dis-
tant from the financial power, which is radica-
lized by concentration of the wealth on only one
side./19/ Big corporations make world markets
using propaganda campaigns for own needs,
but also for psychological remodeling. In this
way elite become richer, but it is not enough be-
cause they are constantly hungry for new terri-
tories and markets.
Citizens targeting mediatization
The power of new media is not in talking to
people what to think, but in invisible imposing
of issues and attitudes what they should think
about. It is absurd, in communication rich so-
ciety to information transformed by media
give the importance, for mass media and social
networks are often the first and only informa-
tion sources. The agenda setting theory is im-
portant because it points the relevancy of the
events, appearances or personalities, and also
influences the political attitudes of the public.
The speed of communication is constantly in-
creasing (each new appliance is faster than the
previous one and has greater information
flow), innovation is emerging to forefront ( the
message has never before been more original),
interactivity is enchanting ( it is always to re-
ply the message), while creativity has never
been at this level ( almost unlimited possibili-
ties of picture aestheticization, tone filtration
and similar). “The truth” is created in front of
TV cameras, microphones or in digitalized
studios, while audience slowly and disap-
pointed realize that more often is the victim of
media fraud./20/ The political communication
serves spreading of ideological constructs
whereby a citizen becomes a consumer who in
rich offer on information market searches for
data scattered all around. He believes that
chooses rationally, that participates in creating
of democratic sphere for the purpose of gene-
ral benefit, not realizing that he is only the tar-
get of the mediatization attention. The increa-
sing differentiation of media platforms, aimed
addressing to different voters segments and
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Informatol. 48, 2015., 1-2, 12-20
strategy for attention attraction lead to the new
role of auditorium receiving the possibility to
secure the image of a candidate, and also to
destroy it completely! The personalization
emerges to forefront and spotlight is focusing
on strong personality and less on a party and
promising program. Instead of content, images
are offered, so in the voter’s minds signs that
simulate feedback and closeness of the leader
and ordinary citizens are produced. The politi-
cal campaign from the terrain is always more
efficient than the advertising campaign where-
by the ability of influence on actual social hap-
pening is understood./21/ Networked society is
based on pictures production tending to simu-
late process of mental images in the human
mind, in order to overlap more sophisticated
the lines between real and intermediated. The
will of an individual is created by selection of
statements, but on awareness, emotions and
actions have been impacted by combined
methods and means. The articulation of media
representations, through new forms and the
new meanings and relation systems, create the
special kind of visual opinion./22/ It leads to so-
cial commit, creating dialectic interdepen-
dence: the thought prepares the terrain for
practical activity, while activities in the public
space are only the applications of the imposed
opinion! The media philosophy is dialectically
intertwined with political practice because it
performs purposeful changes by mental opera-
tions within the society, creating an artificial
milieu that further changes social, communica-
tion, psychological, anthropological and
economic surrounding. While theoreticians
discuss about changes in recipient’s behavior,
everyday for many hours used Internet leads
to changes of perspective in relation to diffe-
rent attributes of temporality (past, present, fu-
ture). Here and now is the credo of the new pu-
blic, who is technologically spoiled and infor-
mation incautious becomes the prey for the
“fishers of souls”. Walter Benjamin would say
“how within frames of big historical periods,
with the complete way of human collectives
lives, change the way of their sensory observa-
tion./23/
New technologies create specific forms of
social activism producing symbolic narratives
that in the sphere of public bring in pictures of
spectacles, carnival spirit and entertainment,
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16
habits of spending and individualism, where-
by the ethic and transparent competition by
ideas retreat in front of spinned and manipula-
tive messages. In the era of Neoliberalism me-
dia expressions make social currency, allowing
mind seducing. The rough force, compulsion
and physical confrontation with ideological
opponents are the constant companions of
human community, but in infokratiya the will
is bent, developed and hammered according
to idea of media subjects often hidden behind
the screen of political, economic or military
power./24/ Internet and network communica-
tion is most often used for fast and superficial
informing, fun or self presentation, because of
the significant number of digital loners their
modest contribution scatters and looses in in-
formation forest. Networked communications
imply multipliers which effects are spread
with the speed of an avalanche, although very
often behind are hidden rumors (fame) of
unknown authors./25/ Thus we come to un-
derstanding of parallel processes existence:
everyday reality production and its media pre-
sentation. If we consider that politics is the inte-
rest management process then it is clear to us
why the true cognition as the part of science
possible is to replace by media cognition as a
part of social practice.
Infokratiya influence on global order
The globalization brought the digital sphere
together with the change of behavior patterns:
from analogous to digital, cable and satellite;
from television to mobile phones; from agen-
cies to bloggers. The system revolutions in Tu-
nis, Algeria, Morocco, Bahrain, people’s upri-
sing in Libya and Egypt, attempt to change the
authority in Syria, showed the characteristic
pattern of network activism: change of ossi-
fied, one party systems or authoritarian, tribal
leaders and their families, political awakening
by the help of Facebook, Twitter or satellite TV
program and installation of malty- party and
market capitalism. The matrix of contents is
broadcasted on all media channels, while fre-
quent semantic repetition is targeting to pro-
blematize the public participation concept. The
responsibility and guilt are focused on one
side, the alternative opinions stay away from
global media allowing media influence to
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17 Informatol. 48, 2015., 1-2, 12-20
spread on political field as well. The change of
ownership character of media ensured the non
transparent corporate capital to expand its in-
fluence, while the battle for profit and in-
fluence becomes unlimited by application of
scientific methods in business. In practice, the
power of the audience seducing belongs to the
mightiest, and numbers in circulation warp the
mind of an ordinary man./26/ The planetary
society with the controlled information creates
the global order (pseudopolis), fed by “demo-
cracy export” that abolishes classical state
boundaries. It is about the essential change of
media philosophy, new diopter of political
world observation that searches for new
knowledge and opinions. The flood of media
fiction on democratization gives the results in
short time, but upon social wake-up it is rea-
lized that in practice there has been only the
functional replacement, for the society sove-
reignty is replaced by market sovereignty. In-
fokratiya elusively hid that the attack on a
state sovereignty is practically the attack on the
freedom of a man and a citizen! The legitimacy of
liberal democracy in this way gets into crisis
because the capital dictatorship, more and
more alienates the bearers of social decision-
making, producing oligarchy, elitism and plu-
tocracy of formally democratic institutions, re-
ducing the participation of citizens in the poli-
tical life. Media narcissism overshadows the
reality, admiration of the power of frames and
symbols goes into deceptive self-indulgence,
while myths on journalist objectivity and media
independency is changed by semantic dicta-
torship. Thus, the truth is further than ever, the
facts are bent, broken, mangled, falsified or
glossed over, the statements and opinions are
spinned depending on the interest of hidden
masters, and it may be argued that journalism
becomes the service of financial and political
oligarchs. Journalists should, according to their
profession be fair-minded, objective, balanced
and honest, but how much is it possible in the
world of profit? If there is no objectivity, what
replaces it? It is agreed that we witness the ero-
sion of values in public life, but let us question:
may journalism stay untouched? Is it not the
eulogy only a good line about objective journa-
lism just for audience attraction, and also the
means for dispersion of the power within the
community? The concept we are talking about
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has been changing daily because the topic, fo-
cus, concentration and modeling are very often
ideologically determined. Theoreticians intro-
duce the term rhetorical sensitivity,/27/ recogni-
zing that editorial offices, by the help of marke-
ting services chose what personalities, topics
and contents are to become the themes of nar-
rative modeling. The decisions are made under
the pressure of circulation and ratings, and also
the awareness on necessity for dominant politi-
cal interests promoting, corporate budgets or
owners’ demands. The masks on objectivity and
independency are cunningly camouflaged by
propaganda patterns, and lies and manipula-
tion impose the fastest way to quick fame!/28/
Instead of conclusion
The state sovereignty is seriously disturbed, and
if we accept Racel’s (Racel Masako) understan-
ding that war consists on spreading of own bounda-
ries over foreign territory /29/ we realize that poli-
tical power and cultural influence, thanks to
communication conquest are personified in
corporate multinational empire. States loose
slowly their functions and authority, because
the political life is less and less embodiment of
nations will, and more and more the result of
media campaigns which by reality creation sell
dreams about better life! Actually, media have
grown into power, whereat private interests are
distorting them by corruption of the truth, and
also the people who get in their way. Any pro-
blem in any country may become global under
the condition its meaning and expressiveness
brings political, economic or safety benefit for
the group that promotes it. The political power
has been more than ever in dialectic coupling
with media resources, which by communication
meaning reform the public space creating the
pre-modeled patterns of political thought, life
styles, habits and needs. The history of civiliza-
tion is the history of conflicts, but they are in the
sphere of infokratiya and are invisible to an or-
dinary observer. Media, apart from technology
are made of people, and it is possible to model
their awareness. The cognitive mobilization will
grow with the increase of the education level
and political interest whereby media will deve-
lop the active role, performing the constant in-
flow on the process of political decision making.
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In the political arena there is the strategic
battle for mind control, for simulating of cer-
tain contents, ideas, movements and activities
media projection in advance have been pro-
grammed in details. By combining of nano-
technology, biotechnology, informatics and
cognitive technology, media power becomes
additional, but in no way an exclusive power,
its role is increasing only in the system in
which apparently is offered the freedom of
choice. Symbolic conflicts of corporate capital
and traditional state in reality has been at full:
those who produce, filter and process informa-
tion will rule the processes!
Notes
/1/ The Article is written within the project No. 179008 (
University in Belgrade, Faculty of Political science and
University in Nis, Faculty of Philosophy) and project
No. 179074 performed by Center for Sociological
Research of the Faculty of Philosophy in Nis, financed
by Republic of Serbia Ministry of Education, Science
and Technological Development.
/2/The author does not consider democracy as plane rule
of the people, but as the power of demos which pos-
sesses certain qualities allowing the establishment of
an ideal order based on the truth rule, humanism and
social justice. The new step in further development is
the rule of information (infokratiya), as the basic tool in
search for freedom!
/3/The follower of the British School, so called cultural studies,
Rowland Lorimer, the centralization of the increasing
number of data, sees as the danger for centralization of
decision making, whereas the important political deci-
sions shall be less and less issued by individual countries.
More in: Lorimer, Roland: Mass Communications, Clio,
Belgrade 1998, pg.201.
/4/The Jürgen Habermas’s term implies the model in
which political decisions are made by the processes of
negotiation, consultations and persuasion. The authors
in this area recognize the importance of the com-
munication activitiy paradigm, as the kind of the
media power and the specific new social and cultu-
ral capital.
/5/Jevtovic, Zoran :” Mass-media Transformation of
Terrorism and Religion in the Global Order. Politics
and Religion, No. 1 Belgrade, 2007 pg .99-100.
/6/It means transformed form of democracy observed
through power distribution and close connection
between large number of political parties, interest
organizations and similar ideological formations.
/7/Popper, Karl: Objective Knowledge: An Evolutionary
Approach, 2nd edition, Claredon Press, Oxford, 1979,
pg 106-110.
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18
/8/Aristotle: The Politics, Oxford University Press, Lon-
don, 1958.
/9/O’Hara, K. : Plato and the Internet, IP Esotheria, Bel-
grade 2003,pg 53.
/10/For example, more and more people cure
themselves, via medical sites or experience of others
they diagnose the symptoms; instead of reading
long novels the text value is accepted based on short
summaries on specialized sites or media presenta-
tions or similar. In this way obtained opinion is
unreliable, but recipient relates it to knowledge or
practical case thinking that it is effective and true.
/11/The term first was introduced by Bernard Manini, who
by it meant the model of representative government ba-
sed on “personalization of participants in elections and
rise of the experts for political communication, all pre-
sence of public opinion and displacement of political
discussion from the back rooms of parliament com-
mittees or party centers to media public”, (See in: Mani-
ni, Bernard: Principes du gouvernernent reprėsenttatif, Pa-
ris, Flammarion,1995).
/12/“The whole City Committee of Social Democrat Party -
Rasim Ljajic and Democratic Party Local Committee
and also Democrat Party of Serbia, about 300 hundred
people, on the same day joined the Serbian Progressive
Party”, wrote Belgrade Politika on 5th April 2014. “ Only
three days earlier the whole of Pancevo Committee of
Mladjan Dinkic United Regions of Serbia ‘’moved” to
progressive party. Upon joining of the whole of go-
verning body and over 500 members of Democrat Party
of Serbia Subotica branch , the Executive Board of Pro-
gressive Party was dissolved and formed new commis-
sion in which the former members of Democratic Party
of Serbia were immediately included.” This is the illus-
tration of what happens in Serbia every day, and con-
firms the thesis we represent.
/13/If the focus of formulation, aggregation, creation and
commitment for collective bidding decisions move
from the public debate and public act, such communi-
cation does not neglect only “pre conditions, contents
and consequences in the principle of available com-
munication on all thing of public importance” (Mar-
cinkowski, Frank: Politishe Kommunikation und poli-
tishe Öffentlichkeit. Űberlegungen zur Systematik einer poli-
tikwissenschaftlichen Kommunikationsforschung. U: Mar-
cinkowski, Frank (izd): Politik der Massenmedien. Her-
bert Schatz zum 65. Geburtstag. Küln: Herbert von Ha-
ler, 2002:224).
/14/The American writer Chris Hedges, former winner
of the Pulitzer Prize,, claims:” Media, church, uni-
versity, Democratic party, art and worker syndi-
cates – pillars of liberal class- are bought by corpo-
rate money and promises that they will be infil-
trated close to power circles. Media fed by corporate
advertisers and sponsors, during that time make in-
visible the whole segments of citizens whose mise-
ry, poverty of hardship should be, according to
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 Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION
19 Informatol. 48, 2015., 1-2, 12-20
principles in the focus of journalism”.(Hedges,
2010:10).
/15/“There have been more things in our lived that des-
tructed our attention, but never have existed the
medium programmed to scatter that wide and that
persistently such as Networks does”. More in: Nico-
las Carr,: Shallow: How the Internet is Changing the
Way We Think, Read and Remember, Helix, Smedere-
vo, 2013.
/16/The authors make difference between terms “ intel-
lectual” and “intelligence” in the following way: in
the first case they think of the smaller group of
people who contribute creation, transmission and
criticism (writers, artists, scientists, philosophers,
journalists and similar) while the letter term in-
cludes all who are university educated regardless
the contribution to community or the way they ac-
quired it.
/17/Pareto, Vilfredo: The Mind and Society, Vol.III, AMS
Press, 1935, pg 1429-1430.
/18/More in: Aracki. Zoran: New Elite and Their Influence on
Media: Proceedings “ Balkan in the Process of Euro-
Integration – 20 Years of Transition”, ed. Bozic, M., Fa-
culty of Philosophy Nis, Center for Sociological
Research Faculty of Philosophy Nis,, pg 229-237.
/19/Today the 1% of the richest population control 40%
of world’s wealth, only 10% of the richest manage
85% of world values, while lower 50% has only 1%
of world wealth.(More in: Hikel, Christa J.: Brief
History of Neoliberalisms ( and how it may change),
Golden Beams, No. 133/134, Novi Sad 2012).
/20/The most wanted Austrian boulevard journal, Vienna
Kronene Zeitung, in the text about Bashar al-Assad
troops offensive, from devastated Syrian city Alep, at
the end of July 2012, publish photos of a woman car-
rying a traveling, accompanied by a man with a bay
in his hands, The graphic designers changed the back-
ground in the way they put the pictures of demolished
buildings from the city of Homsa 170 kilometers far
away, and when they were criticized they called for
“embellishing” of the shooting, jus as Reuters did in
2007 when broadcasted the photo of bombarded Beirut
with the smoke over ruins which was montage in the
Photoshop!
/21/This is important because the voters in political
campaigns do not recognize political influence and
importance for elections as an advertisement. Cer-
tain events are staged or time tempered, and media
echoing is spreading in all directions. The good
example was saving passengers on snowed over
highway Novi Sad- Subotica (1/2/2014) when the
government of Serbia the first Vice President Alek-
sandar Vucic by helicopter arrived on the place of
drama and from snowed motorcade rescued a
child.
/22/Arnheim, Rudolf:: Visual Opinion, University of Art
in Belgrade, Belgrade, 1985.
ISSN 1330-0067
/23/”The separation of objects from their shells, devasta-
ting of aura, is the feature of perception which sense
for similarity has very much increased in the world
that this similarity, by the help of reproduction is al-
so perceived in unique. Thus in the area of sense
perception is manifested what in theory area is per-
ceived as increased importance of statistics. The
orientation of reality on masses and masses on it is
the event of unlimited far-reaching, both for the
opinions and for visual observation” (Benjamin,
Walters, Essays, Nolit, Belgrade, 1974:121).
/24/The authors with “media subject” mean every perso-
nality, group, community, organization, institution
and similar, that performs significant influence on
communication flows and contents at any phase of
their forming of diffusion.
/25/By formulations such as “the rumor has it”, “people
talk about that” or “rumors circulate” a fame pro-
vides itself the approach to ears and hearts of
people. Rumors as short-term collective event exist
only at the time of announcement. (More in:
Neubauer,Hans-.Joahim: Fama- History of Rumors,
Clio, Belgrade, 2010, pg 11).
/26/For example, ESNP ( leading American sports TV
network with over 7.000 employees) is 40 billion
dollars worth. In comparison , the leading daily pa-
per “The New York Times” (founded in 1851) is es-
timated on 1,3 billion dollars!
/27/Stuart Price by it means “ the way of thinking about
what should be said, then the way of deciding how
to say it”, (Price, Stuart: Media Studies, Clio, Bel-
grade, 2011, pg. 32).
/28/The characteristic example is the of Janet Cook, from
the Washington Post, who 1981 was awarded the
Pulitzer Price for the story “Jimmy’s world” in
which she described the life of eight year old heroin
addict boy. Only two days after big confession it
was discovered that the story was invented, and
that prominent journalist falsified data from her
own biography.
/29/Virilio, Paul: War and Cinema: Logistics Perception,
Institute for Movie, Belgrade, 2003,pg79.
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